Television advertising television: measuring the ability of television promos to deliver ratings for new programs using single-source data

The entertainment industry relies heavily on advertising to attract audiences. This article demonstrates a method to measure the effect of on-air television promotions, or promos, on viewing behaviour, based on a well-established single-source method for determining the causal impact of advertising on sales. We illustrate this method on 18 new prime-time programs, showing that promos have a positive impact on viewing behaviour. Exposed viewers are substantially more likely to view the premiere episode of a new series, across a wide range of different television-viewing weights, frequency of promo exposures and program types. The research also shows evidence of reach-based scheduling strategies being generally more efficacious than frequency-based strategies. These findings provide guidance to help networks implement their promo strategy more effectively, as well as a method for future research into the effectiveness of television promos as this approach can be utilized in any country with a television ratings panel.     

Cost-effectiveness of 3-month paliperidone therapy for chronic schizophrenia in the Netherlands

Background: A new depot formulation of paliperidone has been developed that provides effective treatment for schizophrenia for 3 months (PP3M). It has been tested in phase-3 trials, but no data on its cost-effectiveness have been published.

Purpose: To determine the cost-effectiveness of PP3M compared with once-monthly paliperidone (PP1M), haloperidol long-acting therapy (HAL-LAT), risperidone microspheres (RIS-LAT), and oral olanzapine (oral-OLZ) for treating chronic schizophrenia in The Netherlands.

Methods: A previous 1-year decision tree was adapted, based on local inputs supplemented with data from published literature. The primary analysis used DRG costs in 2016 euros from the insurer perspective, as derived from official lists. A micro-costing analysis was also conducted. For the costing scenario, official list prices were used. Clinical outcomes included relapses (treated as outpatients, requiring hospitalization, total), and quality-adjusted life-years (QALYs). Rates and utility scores were derived from the literature. Economic outcomes were the incremental cost/QALY-gained or relapse-avoided. Model robustness was examined in scenario, 1-way, and probability sensitivity analyses.

Results: The expected cost was lowest with PP3M (8,781€), followed by PP1M (10,325€), HAL-LAT (11,278€), RIS-LAT (11,307€), and oral-OLZ (13,556€). PP3M had the fewest total relapses/patient (0.36, 0.94, 1.39, 1.21, and 1.70, respectively), hospitalizations (0.11, 0.46, 0.40, 0.56, and 0.57, respectively), emergency room visits (0.25, 0.48. 0.99, 0.65, and 1.14, respectively) and the most QALYs (0.847, 0.735, 0.709, 0.719, and 0.656, respectively). In both cost-effectiveness and cost-utility analyses, PP3M dominated all other drugs. Sensitivity analyses confirmed base case findings. In the costing analysis, total costs were, on average, 31.9% higher than DRGs.

Conclusions: PP3M dominated all commonly used drugs. It is cost-effective for treating chronic schizophrenia in the Netherlands. Results were robust over a wide range of sensitivity analyses. For patients requiring a depot medication, such as those with adherence problems, PP3M appears to be a good alternative anti-psychotic treatment.     

The impact of public and semi-public information on cotton futures market

This study estimated the impact of all major public and semi-public reports on the cotton futures market from 1995 through 2012. The estimation was based on the event study approach with the events measured by the release of five major reports: Export Sales, Crop Progress, World Agricultural Supply and Demand Estimates (WASDE) and Prospective Plantings (public reports from US Department of Agriculture) and Cotton This Month (semi-public report from International Cotton Advisory Committee). The best-fitting IGARCH(1,1)-t model that accounted for the day-of-week, seasonality and stock levels was used to measure the report effects on daily nearby cotton close-to-close futures returns. Prospective Plantings and WASDE reports appeared to be the most important sources of information in the cotton markets moving the conditional standard deviation of returns by an average of 14.4 and 9.6 percentage points, respectively. However, significant market reaction was not found for the other three reports. Our analysis revealed that, in the presence of clustering, ignoring the impact of other reports would have resulted in about 18% overestimation of WASDE impact.     

Student learning profiles in two innovative honours degree engineering programmes

This paper reports a study of innovative and traditional engineering programmes at the University of Salford, UK Attention is given to student entry, and to course evaluation and improvement. Using the Myers-Brigg Type Inventory (MBTI) and the Technical Students' Learning Environment Preferences questionnaire (TSLEP), data were obtained about personality type and student developmental level. In addition, a selected group of the students were interviewed to measure their cognitive levels as defined by Perry's model of intellectual and ethical development, and to assist in the validation of the TSLEP questionnaire. Application of the TSLEP and the MBTI instruments to engineering students at North Carolina State University and the State University of New York at Brighamton generated further data which are used to make US/UK comparisons and to suggest ways in which the scope of engineering education might be expanded to meet the needs of an increasingly diverse student body.     

Organizational Learning in Cooperative Alliances: Some Case Studies in Biotechnology

Dedicated biotechnology firms (DBFs) have played an important role in commercializing biotechnology. They emerged first in the US and, after a 5-year time lag, they also appeared in Europe. Faced with long and costly product lead times, DBFs raised money by entering into research contracts, mainly with large chemical and pharmaceutical companies. These coopertive research alliances have not vanished as biotechnology has matured and are more in evidence today than they were in the early dasy of the commercialization of biotechnology. This paper investigates how and why large and small companies enter research collaborations, what they learn from working together, and the effects on European competitiveness.     

Determinants and value relevance of UK CEO pay slice

This paper studies the CEO pay slice (CPS) of UK listed firms during the period 2003 to 2009. We investigate the determinants of CPS. We study the links between CPS and measures of firm performance. We find that firms with higher levels of corporate governance ratings and those with more independent boards tend to have higher CPS. In addition, we find that CEOs are more likely to receive lower compensation when they chair the board and when they work in firms with large board size. We also find that higher CPS is positively associated with firm performance after controlling for the firm-specific characteristics and corporate governance variables. We get compatible results when we examine the association between equity-based CPS and firm performance. Our results remain robust to alternative accounting measures of firm performance. Our results suggest that high UK CPS levels do indeed reflect top managerial talent rather than managerial power.     

North and south: long-run social mobility in England and attitudes toward welfare

In this paper, we examine the long-run social mobility experience in England. We present evidence for surprisingly constant levels of social mobility over the period 1550–1749, despite huge structural changes. Examining regional differences, we show that the North of England exhibited higher rates of social mobility than the South. We link this to the hypothesis that historically high levels of social mobility can lead to a culture of non-acceptance of redistribution and welfare provision. Taking advantage of the fact that welfare provision was determined at the local level at the time, we are able to compare social mobility rates and welfare spending within a single country. Consistent with the hypothesis, we find evidence for historically higher levels of social mobility as well as lower welfare spending and less acceptance of redistribution in the North.